Daily Dose


Haley Posted by Haley

With the recent release of Apple’s iPhone 6 and 6 Plus, there have been floods of people complaining about the durability of the phone. This in turn has sparked the widespread use of the term #BendGate throughout social media. KitKat, in particular, took advantage of this posted this tweet (below). With more than 23,000 retweets and 10,000 favourites, KitKat has far surpassed the record of Oreo’s ever popular, “You can still dunk in the dark” from the 2013 Superbowl.

Reminding us, yet again, how quick and clever comebacks can make light of even the worst PR nightmares.

So whether you’re a fan of Apple or not, grab a KitKat and take a #break!

What others had to say:

A number of brands have jumped on the bandwagon, taking advantage of the publicity to promote themselves. Most of them have been pretty clever!


Posted by: Wil Alambre | September 26, 2014

Hahah, thanks Wil! Those are some more great examples! My personal favourite was from Heineken NL, very relatable!

Posted by: Haley | September 26, 2014

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For Izzy (and Terry)

Morris Posted by Morris


The Canadian Museum for Human Rights is opening this week (Friday, September 19th). This is a day I’ve been greatly looking forward to for a long time.

It was a decade ago (give or take a few weeks) that we were hired to develop an identity and design advertising and marketing materials to aid in raising the capital needed to fulfill the dream of the late Izzy Asper to build this site — and the dream of his family to build it in his memory after his untimely passing in 2003. I remember getting to see conceptual illustrations of the proposed building before the general public got their first looks, and thought it was a pretty special privilege for all of us at Fusion to play a part in this undertaking at such an early stage.

I know our role in getting the museum done, in the grand scheme of things, was pretty minimal, but I do feel the life we helped breathe into the project, now that it’s completed, is a reason for us to feel proud.

And while many people reflect on the life and achievements of Mr. Asper on opening night (justly so) the opening of the museum has me also reflecting on the life and achievements of Terry Kuzina, Fusions’ founding father.

Terry led our creative team in the days that CMHR was getting going and he was so passionate about what we were working on for them. It was a point in his life where he was starting to cut back on his work week while thinking about some sort of semi retirement and talking a lot about his golf game. I always thought it was the perfect feather in his graphic design cap, him getting to put the first face on something so important for the city of Winnipeg.

And, sadly, like Izzy Asper, Terry did not live to see the completion of the Canadian Museum for Human Rights. But I’m pretty sure, were he there on Friday, that he’d be thrilled. And impressed by the museums’ greatness.

Congratulations to the Canadian Museum for Human Rights, our city’s newest shining star!

What others had to say:

Yes! Thank you, Morris. :)

Posted by: Leighton | October 10, 2014

Very nice Morris.

I recall those first days very clearly. Terry and I met with Kim Jasper and we told her we wanted to help...not thinking of getting paid, but "we want this to happen". Terry knew Izzy from annual report photo shoots, and while he was too busy to get to know (we usually had two 6-minute increments of his time to photoshoot him, hoping his cigarette would burn out within that timeframe). He was always nice to us and at the CoolFM launch, when Izzy played some jazz on the piano, I saw another side. A passionate side. And I got even more excited about the museum.

Terry presented a number of brand concepts for the early museum and they were all deep and very enchanting. When I tell others at the museum of these concepts, they moan at how good they sounded. One was the dark-haired woman, unable to determine her age and unable to determine her ethnic origin. She was 17, but could have 12 or could have been 30. She represented the world at that time. Wow.

One of the concepts turned into the pin that Morris is highlighting. It is a woman with wings, about to fly from away from her sadness. This was first a poster with a woman moving to stand in front of angel or butterfly wings that were graffiti painted on a wall, much like the Berlin wall. Very evocative. Didn't make the brand image, but made the first Shine pin. That pin has deeper meaning than most people know.

Yes, I wish Terry and Izzy were here to see their legacy. And I am so happy that we were able to help carry it on for them.

Posted by: Dave Wilkie | October 10, 2014

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A warm, sunny welcome

Kara Posted by Kara


The sun is shining beautifully here in Winnipeg, and we're taking a minute today to enjoy the glow from the windows, and use that warm feeling to welcome a new face to the Fusion office.

Audrey Neale has come on board this week as our new Advertising Copywriter and Social Media Strategist, and we couldn't be more excited to have her here. She's taken on her first few projects with enthusiasm and a fresh perspective, and we can tell already that she's going to be a great addition to our team – as well as a lot of fun to have around.

Audrey's no stranger to social media – she founded GoWpg, an impressive college project turned local online touch-point, that sets out to "draw the attention of hip, young city dwellers who love to go out and enjoy Winnipeg." The website, Twitter feed, Instagram account, and Facebook page all do a fabulous job of showing a side of Winnipeg that is slowly becoming less well-kept-secret and more well-known-source-of-pride. Winnipeg shines in the spotlight that GoWpg points at it, and Audrey's work on conceptualizing, writing, posting, and promoting, impressed us in more ways than one. Be sure to follow GoWpg on your platform(s) of choice, and prepare to catch Winnipeg-fever.

We've also had the pleasure of seeing her smart, insightful copywriting in action, and know she will bring a huge amount of value to both sides of her new role.

I'm super pleased to have Audrey round our Creative Team, and am excited to see everything she brings to the table. Welcome to Fusion, Audrey! We can't wait to see you shine.








Haley Posted by Haley

As the World Cup goes into a lull until the quarter finals, I thought I would explore what FIFA has done to make a soccer (or “futbol”) tournament the most popular event in the world. With more mentions and hashtags than the Sochi Olympics, the Oscars and the Superbowl combined; the World Cup has taken over social media.

If you’re not already checking into one of the numerous social ‘hubs’ on Twitter, Mashable, TSN or FIFA, then you’ve already noticed the oh-so-clever, daily, Google ‘doodles’.

For the lucky ones who get to watch at work, home or at local restaurants, you get to see the creative commercials which sponsors have spent billions on. Yes, billions, and it’s for good reason.

For example, ESPN online had a record breaking 1.7 million concurrent viewers during the USA vs. Germany match. Along with that, the first two weeks garnered over 300 million tweets. Using the #WorldCup hashtag, along with fans cheering for their favourite countries (#BRA, #MEX, #GER, etc.), it made it easier for advertisers to target their audience.

As a matter of fact, 75% of viewers are also engaging on social media while watching the match. Analytics company, Sysomos, actually created a global hashtag tracker to show which countries are talking about #WorldCup the most.

So what country are you cheering for? I'll be cheering on whichever team Morris is rooting for.




Mobile Advertising Growth Monopolized

Dave Posted by Dave Mobile Advertising Growth Monopolized

Mobile seems to be the place that we’re all headed. And Facebook is the place where much of that growth is being captured.

I keep hearing and reading about the fall of Facebook, and of the youth leaving in scores, but they are seeing the greatest increases in market share in mobile advertising. They are not the leader, but they lead in year on year growth since 2012 after having almost no mobile ad revenue in 2011. Facebook has risen from a 5.4% share in 2012 to 21.7% in 2014. Meanwhile, Google dropped almost six points.

Globally, the mobile advertising industry has more than tripled in two years to cross over $30 billion in 2014 (up from $18 billion last year) — a huge industry, but nothing like TV at almost $200 billion and print at $110 billion (Mashable).

As broadband becomes cheaper and as we untether from our wired home and office computers, mobile will become our screen of choice. You can already watch a lot of TV and listen to most radio stations on mobile, and we’re much more excited when a new mobile device is launched than we are a new computer, TV or music player. With Apple’s impending release of IOS 8, opening up a variety of new health tracking opportunities and home management abilities, we’re not very likely to slow down on our consumption of mobile.